Thesis

Marketing strategy in the State trading organisations in Iraq

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Awarding institution
  • University of Strathclyde
Date of award
  • 1986
Thesis identifier
  • T5550
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Department, School or Faculty
Abstract
  • A central problem of the world economy is how to foster development in the Third World countries. So, focusing on and attempting to develop an effective marketing strategy for the State Trading Organisations will provide some solutions to the problems of developing countries with marketing planners being able to contribute to such development. This thesis identifies, analyses and evaluates the marketing strategies adopted by the State Trading Organisations in Iraq and examines the differences between them and those practised in the private sector. Part 1: defines the theoretical framework for a marketing strategy and describes the method employed in formulating strategies to achieve marketing objectives. An examination of the relevant literature has been carried out. Part 2: contains a detailed description of the environmental factors, socio-economic variables, political and legal dimensions, population and demographic variables, etc. and discusses how they affect the determination of marketing strategies in the State Trading Organisations. Part 3: includes detailed descriptions and discussions of the strategies related to the marketing mix elements, i. e. merchandise (product), price, distribution, and promotion as practised by these Organisations, which were based on questionnaire and in-depth interviews. It describes the marketing planning organisation by means of which the planning process is carried out. Part 4: contains a summary of the findings derived from the questionnaire, in-depth interviews with the President, General Managers, Assistant General Managers for Marketing and other executives in the State Trading Organisations and other related Organisations, the purpose of which was to establish the characteristics of the marketing strategy as devised by these Organisations. It also contains conclusions and recommendations based on the fieldwork, which revealed that the marketing strategies developed by the Organisations were ineffective. This was due not only to the difficulties in setting explicit, quantified and measurable objectives, but as a result of the ambiguity of role created by the competing pressures derived from political ideology and intellectual considerations linked with economic and social planning. Contributions to the failure of the Organisations' marketing strategy were found to be: - a) the limited degree of freedom of decision allowed and the complexity of the environment; b) the planning system itself is primitive and incapable of devising advanced marketing plans. Finally, as certain prerequisites are required to allow the development of an effective marketing strategy for the Organisations, certain recommendations are included.
Resource Type
DOI
EThOS ID
  • uk.bl.ethos.441135
Date Created
  • 1986
Former identifier
  • 264677

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